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Sports sponsorships: When do they make sense for healthcare organizations?

Alan Shoebridge

Apr 23, 2019
4 min

Sports sponsorships: When do they make sense for healthcare organizations?

With baseball, soccer and the NBA playoffs in full swing, this is the perfect time to write about the value of sports sponsorships for a healthcare organization. In short, when – if ever – does sponsoring a professional sports team or venue make sense? Health systems and insurers who are not entering into these arrangements seem to be the rule, rather than the exception, these days. In fact, three of the four organizations that I’ve worked for have negotiated significant spon

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Disrupt your marketing with one simple question

Alan Shoebridge

Mar 6, 2019
2 min

Disrupt your marketing with one simple question

Disruption has been the buzzword in healthcare – and healthcare marketing – for the past five years or so. Yet, we tend to think of that disruption only at a super-high, macro level. There is a real opportunity to apply it to everything we do. One question can help get you there. It’s asking “what happens if we don’t do this?” when evaluating existing work, requests from partners and future opportunities. There is another way of approaching your questioning. You could use “wh

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Two books to inspire and educate the healthcare marketer

Alan Shoebridge

Dec 18, 2018
5 min

Two books to inspire and educate the healthcare marketer

With the year winding down, it’s the perfect time to read and reflect. To help you do that, here are two excellent resources for anyone in healthcare marketing. Although not connected in any official way, I found that they complement each other quite well. I hope these summaries will encourage you to pick these books up for yourself or someone you know this holiday season. Joe Public III: The End of Hospital Marketing by Chris Bevolo The final entry in the Joe Public trilogy,

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4 slides: Healthcare marketing explained!

Alan Shoebridge

Dec 4, 2018
1 min

4 slides: Healthcare marketing explained!

Late last year, I challenged myself to put together four simple slides that would capture the state of the healthcare industry at a high level and explain the role of marketers. The initial intended audience was people who are new to the profession or considering a career in healthcare marketing. However, I quickly realized the fundamentals outlined here are good for just about anyone connected to healthcare no matter what their level of experience. As I was looking at these

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Healthcare marketers: How do you feel about 2018?

Alan Shoebridge

Dec 27, 2017
2 min

Healthcare marketers: How do you feel about 2018?

Continuing the trend for the past few years, healthcare is in an exciting period of innovation and change, which is pushing marketers, communicators and strategists to respond in kind. Yet, change is rarely easy, resources for most organizations are constricted and the pressure to show immediate results grows stronger every day. Add in that during the past two weeks alone we’ve seen major disruption happening in the healthcare space with confirmed and potential “mega mergers”

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HCO fall conference: 7 tweets to inspire and educate

Alan Shoebridge

Nov 7, 2017
2 min

HCO fall conference: 7 tweets to inspire and educate

If you couldn't attend the Healthcare Communicators of Oregon conference last week, you missed some engaging speakers and inspiring content. The good news is that thanks to Twitter, you can get the essence of the event by looking at the comments and content shared by attendees. Here are seven tweets from #hcofall2017 that captured some of the most important insights. Lee Aase: Keys to success in rapidly changing times While being smart is always a good thing, having the right

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Providence launches “Dear health” campaign

Alan Shoebridge

Oct 14, 2017
1 min

Providence launches “Dear health” campaign

It’s exciting to see months of hard work come to fruition with a new messaging campaign for Providence in Oregon and Alaska. Drawn from the deep relationships with our patients and caregivers, the “Dear health” campaign highlights stories inspired by the life-long journey we all have with our health. Sometimes our health stories are simple and even funny, and other times they are complex and emotionally draining. At Providence, we help people get through it all by providing t

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Alan Shoebridge

Oct 4, 2017
1 min

4 slides: Healthcare marketing explained!

Although not always easy to put into practice, good marketing is fairly straightforward if you possess a strong understanding of the core principles and can effectively work with your business partners. Marketing healthcare adds layers of complexities and complications that take time to fully understand. Last week, I gave a lecture on healthcare marketing to students in OHSU’s MS in Healthcare program. My goal was to present a useful framework that they could consult as the t

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2023: What we know and don’t know about healthcare

Get lost in a good book: 10 reading recommendations from 2022

Getting the most out of 2023: Use these four quarterly strategies for success

Planning for 2023: 4 critical questions to ask yourself

Why a strong brand (still) matters in healthcare

Insights and inspirations from SHSMD Connections 2022

2023: What we know and don’t know about healthcare

Get lost in a good book: 10 reading recommendations from 2022

Getting the most out of 2023: Use these four quarterly strategies for success

Planning for 2023: 4 critical questions to ask yourself

Why a strong brand (still) matters in healthcare

Insights and inspirations from SHSMD Connections 2022

Four ways to get the most out of SHSMD Connections 2022

Why don’t leaders and employees agree on remote work? They’re not having the right conversation

Amazon’s healthcare disruption: 5 initial takeaways from the One Medical news

Why is healthcare so complicated? It starts with failing to agree on what healthcare means

COVID is healthcare's biggest disruption. What does that mean?

HMPS 2022 recap: Facing 'uncomfortable truths' to drive change in healthcare

Hospital Week 2022: Sharing gratitude and reflecting on the future

The complex nature of competition in healthcare

Think fixing our cover letter problem is impossible? Think again!

Improving healthcare: Can separate paths lead us all to the same destination?

Review: Joe Public 2030 - Five Potent Predictions Reshaping How Consumers Engage Healthcare

Healthcare is having its first metaverse moment. Does anyone know what that really means?

More of something is always better. Except when it's not. Why one computer screen is better than two

Healthcare hype or real healthcare disruption: How can we tell the difference?

How to make the most of your time in the 'Never Normal'

Office, home or hybrid: The remote work battle lines have been drawn. Which model will win?

COVID and working in 2022: Get ready for déjà vu all over again

Shifting our perspective: How leaders should respond to COVID disruption at work

Somewhere else is always better. Except maybe when it comes to providing your healthcare

Back to the future: Taking a new path to a familiar destination

Experts are smarter than us. That’s why they are experts!

Celebrating a milestone: Lessons learned from 100 blog posts

To communicators, ‘nobody’ is a dead end. ‘Not everyone’ is an opportunity worth pursuing

Pushing through pessimism: Our most important action in fighting COVID-19 vaccine resistance

We're still on the COVID-19 roller coaster. Can we make it stop for good in 2021?

The 1990 Tour: Lessons in grit, perseverance and determination

Building the fundamentals: How to effectively run your first big meeting

Arguing at work: Are you fighting the good fight or just being difficult?

How to fight off imposter syndrome to keep your career momentum and personal growth going strong

Building the fundamentals: 5 questions that help set crystal clear expectations

3 slides for success: Tips for hiring and getting hired in 2021

We are in the era of ‘zombie’ marketing. Like a good horror movie, it's both scary and exciting

It's not you, it's me! Nobody 'wants' a relationship in healthcare, and that makes perfect sense

Avoiding the self-criticism spiral: 3 ways to help you achieve a better balance

Operating in crisis mode can bring your team short-term gains, but look out for long-term pain

Successfully 'marketing' the COVID-19 vaccine: 4 unique challenges we'll need to overcome

Everything you need to know about healthcare marketing - in 5 slides!

4 simple questions to set your course for 2021 … and help you stay focused!

ICYMI 2020: 5 topics that mattered to you (and me)